Honda Mows Down Competition

April 27, 2011

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Out-of-Home | Retail & E-Commerce

jdpower-mowers-apr-2011.JPGHonda ranks highest in satisfying customers with walk-behind lawn mowers for a third consecutive year, achieving a score of 796 on a 1,000-point scale, according to the J.D. Power and Associates 2011 Walk-Behind Lawn Mower Study. Honda performs particularly well in five of six factors: ease of use, durability, performance, maintenance and warranty.

John Deere, Husqvarna Place and Show

John Deere (772) and Husqvarna (751) follow Honda in the rankings. The industry average score is 733. Husqvarna performs particularly well in the price factor. The study, now in its fourth year, measures customer satisfaction with walk-behind lawn mowers by examining six key factors (listed in order of importance): ease of use, durability, performance, maintenance, price and warranty.

Price Beats Ease of Use

The study finds that, in 2011, only 8% of walk-behind lawn mower owners say that they based their purchase decision on the mower’s ease of use, which includes how easy the mower is to start; push and propel; how well the mower maneuvers in difficult spaces; ease of bagging cut grass; and ease of adjusting controls. Price, past experience with a brand and brand reputation are cited most frequently as primary purchase considerations.

However, J.D. Power analysis indicates that the lawn mower brands that perform highest in overall satisfaction are also those that are rated highest for ease of use, which J.D. Power says reflects consumers subconsciously including ease of use in their judgment of past experience with a particular brand.

Other Findings

  • The study finds that lawn mower owners use their mowers approximately 15 times per year, on average.
  • Customers who are more satisfied with their mower’s ease of use are likely to use the mower on a more frequent basis.
  • Proper maintenance and servicing are key to long-term lawn mower satisfaction and ease of use.

Amex: Landscaping Top Outdoor Renovation Project

Nearly two-thirds (64%) of homeowners say they will invest in renovation projects this year, according to the March 2011 American Express Spending & Saving Tracker. Those who set their sights on outdoor projects are most interested in refreshing their landscaping (22%), followed by building or redoing a deck or patio (9%).

About the Data: The 2011 Walk-Behind Lawn Mower Study is based on responses from more than 2,030 owners who purchased a new lawn mower within the past 24 months and who have used their lawn mower a minimum of four times. The study, published by J.D. Power and Associates, was fielded between March and April 2011 and is the source of the enclosed chart.

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